During the course of our Advertising class at Ithaca College, students were asked to create a full fledged advertising campaign for an organization of their choice.

2. Executive Summary
2
Table of Contents
3 Agency Identity & Strategy
4 History of Annie’s Homegrown, Inc.
5 Environmental Analysis
6 Competitor Analysis
7 SWOT Analysis
8 Objectives & Budget
9 Research
10 Brand Value Proposition
11 Target Market
12 Campaign Strategy
13 Big Idea
14 Creative Overview
15 Creative Executions
21 Results of Creative Testing &
Marketing Recommendations
22 Media Objectives
23 Media Choices
26 Media Schedule
27 Media Budget
28 Brand Activation
30 Evaluation
31 Creative Brief
32 Meet Cayuga Creatives
35 End Notes
Annie’s Homegrown, Inc. (Annie’s) is one of America’s most popular
producers of natural and organic pastas, meals and snacks. Offered in
grocery stores across the nation, Annie’s is highly known for its line of
organic Mac & Cheese products not only because they taste delicious,
but also because they are made with 100% organic pasta.
However, since macaroni and cheese aisles have become so vast in
recent years, consumers often have trouble determining which
products to purchase. Thus, through the use of print advertisements,
television commercials, Internet and out of home ads, Cayuga
Creatives, Inc. hopes to promote Annie’s Mac & Cheese as the guilt-
free choice among consumers based on its great taste, better
ingredients, and sustainable brand image!

3. 3
Agency Identity
Our Strategy
Brainstorm | Research | Set Goals | Create | Execute | Evaluate
Is your company drowning in marketing woes?
Cayuga Creatives, Inc. can help you get your head above water! Our full-
service advertising agency focuses on providing clients with an array of
creative resources from print to digital integrated marketing tactics. We
target the most suitable audience in order to appropriately promote brand
and product recognition.
By utilizing innovative research techniques and execution strategies, the team
of experts at Cayuga Creatives, Inc. helps their clients achieve detailed goals
and objectives to improve their marketing strategies.
So, come dive into success with Cayuga Creatives, Inc. and watch as your
products and services swim to the top of the market!

4. 4
History of Annie’s Homegrown, Inc.
In 1989, Annie’s founder Annie Withey teamed up with Andrew Martin to create a
delicious and healthy macaroni and cheese. They were dedicated to creating a business that
could be socially responsible and fulfilling to the everyday family. After 25 years, Annie’s has
over 125 products in over 25,000 retail locations throughout the United States and
Canada. The natural and organic company has been recognized nationally for its superior
taste and socially responsible attitude. Their mission is “to cultivate a healthier, happier world
by spreading goodness through nourishing foods, honest words and conduct that is
considerate and forever kind to the planet.”
Annie’s continues to prove it’s commitment to this mission by awarding $100,000 in
scholarships yearly through its Sustainable Agriculture Scholarship. Annie’s also partners with
over 200 educational programs with its Grants for Gardens program by donating funds and
means to create gardens that allow children to have direct contact with growing real food.
Timeline
1989- Annie Withey co-founds Annie’s in Hampton Connecticut
with Andrew Martin selling only Mac & Cheese.
1995- Annie’s completes a direct public offering that raises $1.3
million
1999- John Foraker, of Homegrown Natural Foods invests $2
million into Annies. Product begins to be distributed to chain stores.
2002- Solera Capital invests $23 million into Annie’s. Annie’s
headquarters moves to Berkeley, California.
2008- Annie’s Grants for Garden program begins. Annie’s gives
over 80,000 children the opportunity to grow their own, real food by
establishing gardens at 270 schools.
Present- Annie’s donates to over 270 schools and gives over
80,000 children the opportunity to grow their own, real food.

5. 5
Environmental Analysis
Environmental
Annie’s strives to make their mark in the environmental realm by ensuring that not
only their employees are aware of how important the environment is to the
company, but also that their stakeholders know it as well. Priding itself on
understanding and dedicating energy to sustainability, the company acts on the
importance of recycling and climate change by educating all stakeholders involved.
For instance, Annie’s has made significant improvements to its carbon
footprint by making 90% of their packaged goods recyclable. In addition, the
company has partnered with Organic Valley since 2008, and has “prevented more
than 23 million pounds of synthetic nitrogen fertilizer, pesticides, and herbicides from
polluting the air, land, and water” by using their organic cheese in their Mac & Cheese
products (Annie’s).
While Annie’s is best known for offering organic Mac & Cheese products, many
other companies have started to offer similar products as well. In efforts to satisfy
the recent wave of health and fitness lifestyles that has hit America, every sector
of the food industry has started incorporating organic foods into their product
lines. Thus, more and more pasta companies are beginning to offer organic
products and the competitive market has increased significantly for macaroni and
cheese products like Annie’s.
Since organic products are typically more expensive, shoppers that are looking to
purchase them are usually aware of the uptick in price. Being an organic product,
Annie’s Mac & Cheese is a little more expensive than those of its competitors,
however, it is made with all organic pasta. In addition, Annie’s is not the most
expensive organic macaroni and cheese in the market, which serves as an
advantage to the brand. Therefore, Annie’s is more expensive than regular boxed
macaroni and cheese, but consumers are purchasing all organic pasta for a
relatively lower price.
All of Annie’s products include organic ingredients and many are certified
organic through the USDA. However, unlike other macaroni and cheese brands,
Annie’s uses only non-GMO ingredients (Genetically Modified Organism) for its
products because the company believes that GMOs cannot provide the same
quality and taste that earthgrown ingredients can. This belief is what led Annie’s
to file a petition against the FDA calling on them to label genetically engineered
foods. If approved, the FDA will then have to label both products that use GMOs
and non-GMOs, which could serve as an advantage to Annie’s because health
conscious consumers are usually more inclined to purchase non-GMO products.
Competitive
Economic
Legal & Regulatory

6. 6
Competitor Analysis
KRAFT MACARONI & CHEESE
Strengths
- High brand awareness
- Largest food and beverage company in North America
- Available at many retailers and easily accessible
Weaknesses
- Higher calorie content
- Uses yellow dye in cheese packet
KRAFT VELVEETA SHELLS & CHEESE
Strengths
- Cream based cheese rather than powder
- Owned by the powerful Kraft company
- Made with a variety of cheese sauces
Weaknesses
- No organic products in the Shells and Cheese line
- Higher cholesterol content than other macaroni and cheese products
WEGMANS MACARONI & CHEESE
Strengths
- Less expensive
- No added sweeteners
Weaknesses
- Only available at Wegmans stores
- Store brand - perceived lower quality

7. 7
SWOT Analysis
STRENGTHS
- Uses only non-GMO ingredients
- 9 ingredients, no additives or dyes
- Packaging made from 90% recycled
materials
- Positive brand image
- Socially responsible - Grants for Gardens
program
- Good variety of products
- Awards Inlcude: Women’s Health
rated Annie’s one of 2011’s Best
Pack aged Foods for Women; Rated 1 of
“4 Companies That Should Profit From
Consumer Health Trends In 2014”
WEAKNESSES
- Low brand awareness
- Little to no advertising with no
memorable recent campaign
- Not all products are 100% organic or
USDA certified organic
- More expensive than other macaroni
and cheese products
OPPORTUNITIES
- Society’s increased emphasis on health
and activity
- Annie’s commitment to charity in the
form of providing fresh food to
underprivileged school children (Grants
for Gardens program)
- Corporate philanthropy
(Sustainable Agriculture Scholarship
program)
- Increased interest towards
sustainability
THREATS
- Increase in competition of
organic made, ready to eat
pasta products
- Competitors have higher brand
awareness and market share
- Organic is not a widely
understood term

8. 8
Objectives & Budget
Within the target market of women ages 18-34 and men ages 18-34, Cayuga Creatives will
see 70% of the target market comprehend Annie’s message by the end of the year. Of those
70%, 60% will find value in the message and intend to buy Annie’s Mac & Cheese. Cayuga
Creatives will reach 70% of the target market at least 3 times per person. Overall, Annie’s
sales will increase by 8%.
Cayuga Creatives campaign for Annie’s will run for a year from
January 2015 until December 2015. Since macaroni and cheese is a
comfort food that is eaten all year long, this campaign will be
pulsing, with periods of heavier advertising during times of higher
macaroni and cheese consumption such as the summer months and
the “back to school” season.
Cayuga Creatives was given a budget of $12,000,000, which
the company will allocate strategically as follows:
Marketing & Advertising
Time Frame
Budget
Summary
MEDIA BUDGET
Television
Print Ads
Billboards
Transit
Internet
Production
2.5 %
2.5 %
19.7 %
23.1 %
27.2 %
25 %
Television
Print Ads
Billboards
Transit
Internet
Production
MEDIA BUDGET

9. 9
Research
Cayuga Creatives, Inc. organized an online survey with Qualtrics and surveyed
118 men and women ages 18-34 in our target audience. First, we wanted to find
how familiar our audience is with Annie’s Mac & Cheese. We found out 69% of
our audience knows about Annie’s Mac & Cheese, however only 48% actually
favored buying it. Second, we wanted to know what factors influenced a macaroni
and cheese purchase. We found that of 118 respondents, 88% based their
purchase on taste, 50% based their purchase on quality and 49% based their
purchase on price. Out of the 118 people surveyed, 86 of them had bought
Annie’s Mac & Cheese. For those who had purchased Annie’s, 60 of them said
they did so because of its taste. Finally, some words respondents used to
describe Annie’s Mac & Cheese included: great, good, quality, and organic.
Using Simmons OneView, we found the top priorities for women to live better
lifestyles are eating healthier and achieving a well balanced diet. For instance,
when asked about their attitudes and opinions towards diet and health, many
survey respondents answered, “I try to eat healthier foods these days,” “I am
working at eating a well-balanced diet,” “I like to know as much about the
ingredients before I buy,” and “I’ll pay just about anything when it concerns my
health.” Thus, our primary audience is concerned with putting only the best foods
into their bodies.
Next, we used Annie’s Website to learn about the company’s history, its practices,
how it interacts with consumers and different communities. In order to see how
Annie’s compares to its competition, we visited other macaroni and cheese
products’ websites to see how they represent themselves.
Investigate factors people look for when purchasing macaroni and cheese and why.
Determine what our target market thinks about Annie’s Mac & Cheese.
Find out what media vehicles are most prominent in the lives of our target market.
Finally, we used SRDS to see what kind of media vehicles penetrate our target
audience best. Through this database, we found specific rates (i.e. cost and
number of displays) and determined which media vehicles would be most
effective for this campaign.
Research Objectives
Primary Research
Secondary Research

10. 10
Brand Value Proposition
Annie’s Mac & Cheese is a natural and organic version of America’s staple comfort food that
offers consumers a guilt-free way to indulge in their favorite meal without ruining their
diets. Priding itself on being made with 100% organic pasta, Annie’s provides consumers with
nutritious macaroni and cheese without sacrificing taste. Annie’s Mac & Cheese is produced
in over 20 varieties such as Shells & White Cheddar, Creamy Deluxe Gluten Free Rice Pasta
and Cheddar, Organic Peace Pasta and Parmesan, and Real Aged Cheddar Microwavable Mac
and Cheese Cups, so even those who are looking to step out of the traditional macaroni and
cheese box can find an organic variety to enjoy.
Consumers who eat Annie’s Mac & Cheese feel guilt-free.
Since Annie’s contains no artificial preservatives, no growth
hormones, and no GMO’s, consumers can rest assured that
they are eating the healthiest macaroni and cheese on the
market and feel better about themselves for doing so. In
addition, Annie’s consumers never have to think twice about
their purchase because they are consuming all natural
ingredients.
When a consumer purchases Annie's Mac & Cheese, it says that
they are conscious about both their health and their effects on the
environment. Compared to a non-organic macaroni and cheese
product that says they’re cheating on their diet, Annie's Mac &
Cheese says that these people know how to eat smart. Since these
consumers only put the best ingredients into their bodies, choosing
Annie's Mac & Cheese is easy because it's made with all organic
pasta. In addition, Annie's customers receive an added benefit with
their purchase - a lower carbon footprint. They know that 90% of
Annie's packaging is recyclable, making it much more ecofriendly
than it's competitors, so these shoppers walk away looking more
intelligent and green than other macaroni and cheese buyers.
Self Expressive Benefits
Functional Benefits
Emotional Benefits

11. 11
Kelli is a 20-year old sophomore in college from
Seattle, Washington. She is working towards a
degree in photography. She is health-conscious and
goes to the gym with a few other girls from her
history of photo class close to three times a week.
However, whenever Friday night rolls around, Kelli
finds herself eating snacks and watching movies in
her dorm room. Thus, she wants a midnight snack
that tastes delicious, but won’t ruin all of the hard
work she did at the gym earlier in the week.
Target Market
Primary Target Market
Secondary Target Market
Women 18-24
Meet Kelli...
Women 25-34
Victoria is a 29-year-old financial consultant from
Philadelphia, Pennsylvania, who is expecting her
second child. Lately, her life has been consumed with
motherhood and she is constantly taking
precautions to ensure that her children are
growing to be happy and healthy. Thus, she wants
a macaroni and cheese that not only satisfies her
toddler, but also one that is natural and organic that
she too can eat, to ensure everyone in her family is
eating only the best and most nutritious ingredients.
Meet Victoria...
Sean is 25-year old a paralegal from Westchester, New
York. After receiving his first promotion, Sean decided
it was finally time to get his own apartment and has
recently been seeing a steady girlfriend. His secret
weapon to winning his girlfriend’s heart is to invite her
over to his place and make her dinner. Thus, he wants
a macaroni and cheese that can impress his
sweetheart with its delicious taste.
Meet Sean...
Our primary target market is
women ages 18-34.
Our secondary target market is men ages 18-34.

12. 12
Campaign Strategy
The Challenge
Unlike its major competitors, Annie’s does not hold a lot of power in the macaroni and
cheese market. Therefore, it is Cayuga Creatives’ challenge to differentiate Annie’s Mac &
Cheese from its competitors by highlighting its unique selling points like its quality taste,
natural and organic ingredients and recyclable packaging.
Through primary research Cayuga Creatives has found that consumers,
specifically women ages 18-34, are interested in bettering their health and often
try to incorporate a balanced diet into their everyday lives. Because of this,
Cayuga Creatives will focus on the natural and organic ingredients found in
Annie’s Mac & Cheese.
The Key Insight
The Solution
Cayuga Creatives will promote Annie’s Mac & Cheese as the guilt-
free choice amongst other macaroni and cheese brands based on
its quality taste, natural and organic ingredients and recyclable
packaging. The agency will aim to show Annie’s target market that
they can enjoy a delicious tasting macaroni and cheese without
being ridden with regret afterwards.

13. 13
The Big Idea
Because There’s
No Guilt in Organic.

14. 14
Creative Overview
In almost every stage of life, people are conscious about what they eat. Cayuga Creatives
has made an attempt to capture specific scenarios in the different stages of life in which
Annie’s target audience may find themselves feeling this way. The hope is to get consumers
to relate to the various situations presented in each ad and then to realize that if they had
purchased Annie’s Mac & Cheese, they would not feel as health conscious
“Because There’s No Guilt in Organic.”
Creative Strategy
Copywriting
Art Direction
In order to establish consistency, the left side of each
Annie’s ad will have a colored bar in Annie’s signature
purple to establish the brand’s identity. In addition, each ad
will picture a different variety of Annie’s Mac & Cheese in
the lower right hand corner as well as be pictured in each
different scenario.
Each Annie’s advertisement will begin with a clever phrase that plays
off of one of the product’s unique selling points and then will end
with the catchy slogan, “Because There’s No Guilt in Organic” at
the bottom of the ad. The copy will be pictured in a font that looks
like handwriting in hopes that the target audience will picture them-
selves writing each scenario.

15. 15
Print Ads

16. 16

17. 17

18. 18
Out of Home & Transit Ads
Billboard
Transit

19. 19
Online Ads
PandoraOnline Banner
:30 SECOND PANDORA AD
(sound of cashier scanning items)
The voice of a young child: “Mommy! Mommy! Can we
get cookies?”
Voice of mother: “No honey.”
(sound of cashier scanning items)
The voice of a young child: “Mommy! Mommy! Can we
get soda?”
Voice of mother: “No dear.”
(sound of cashier scanning items)
The voice of a young child: “Mommy! Mommy! Can we
get Annie’s Mac & Cheese?”
Voice of mother: “Of course!”
Voiceover: Whether it’s the dinner your kids keep asking for, or the meal you need to make
in a pinch, Annie’s Mac & Cheese is the wholesome, guilt-free choice made with 100%
organic pasta. Serve your family only the best ingredients and pick up a box of Annie’s Mac
& Cheese at a local store near you, or click the banner to find out more!

20. 20
TV Commercial
Two moms chat in a grocery store aisle.
Mom #1 brags to mom #2 and says “I don't
know about you Linda, but my kids only eat
organic. We live a very healthy lifestyle you
know. Tonight we are having brussel sprouts,
broccoli and roasted tofu for dinner.”
Shot of her child eating dinner,
clearly upset.
Mom #2 says as she looks at a box of Annie’s
Mac & Cheese, “ How funny, I only serve
my family organic food too. Tonight we are
having Annie’s Mac & Cheese!”
Shot to her child eating Annie’s
Mac & Cheese for dinner,
clearly happy.
Shot of mom #1 giving a confused look. Mom #2 holds an Annie’s package. Text
over shot says “Because there’s no guilt in organic.” Narrator says “Annie’s Mac &
Cheese is the wholesome, guilt-free choice made with 100% organic pasta. Visit
your local supermarket today and pick up your organic dinner.
Because there’s no guilt in organic.

21. 21
All creative materials including magazine, online,
billboard, television commercial and out of home advertisements
were shared with members of our target audience. Their
responses were overwhelmingly positive. Many of the women
were impressed by Annie’s commitment to a healthy, earth-
friendly lifestyle after reading the copywriting of the
advertisements. In addition, a bulk of the women believed that all
of the creative materials remained consistent and represented
Annie’s as a family conscious brand. In many cases the women
were able to connect and relate to the images presented in the
creative materials to their own lives, particularly the 18-24
demographic, who loved the concept of a guilt-free, organic,
craving satisfying late-night snack. There were some comments
pertaining to our original magazine ad that was targeted towards
moms aged 25-34. Our participants felt that the mom originally
represented was unrelatable, and looked older than their
demographic. Cayuga Creatives scheduled a reshoot of this ad
with a different, younger model and re-tested this advertisement
to a positive response from our target audience.
Our research shows that many people in Annie’s target audience
simply have not been exposed to Annie’s and that some consumers who have heard
of Annie’s are apprehensive to purchase due to its higher price in comparison to
competing brands. Our suggestion for Annie’s is to try to position itself in a wider
variety of stores, especially those that don’t typically offer organic food, making
Annie’s stand out among the crowd. In addition Cayuga Creatives suggests that
Annie’s institute a slight 3% price reduction on their “Family Size” offerings of
Annie’s Mac & Cheese. This will increase the likelihood of price conscious moms to
choose Annie’s over its competitors.
Results of Creative Testing
Marketing Recommendations

22. 22
Media Objectives
Our target market is women ages 18 to 34 years old, with a secondary audience of men
ages 18 to 34 years old. We plan to reach these busy individuals by using a variety of media
channels including print, television, Internet, transit and out of home advertisements.
Reach the Target Market
Geographic Scope
Our scope for this campaign will be a mix of both regional and national advertisements. Our
print, television and Internet ads will all be national. However, our transit and out of home
ads will be placed regionally in the Northeast, Midwest and the West because these areas are
inhabited by a majority of our target audience.
Cayuga Creatives’ target audiences are women and men ages 18-34 who are
always on the go and only get a chance to watch television late in the evening. As a
result, we have decided to make late night television shows an added focus in our
advertising campaign. Cayuga Creatives has also decided to place an additional
emphasis on transit and out of home advertisements, since our target
audiences are always traveling to and from work, transit advertisements will have
an increased message weight in the Northeast, Midwest and West, more
specifically in major cities in these regions, due to their high populations.
Message Weight
Cayuga Creatives’ effective reach for the Annie’s campaign is 70, with an effective
frequency of 3. In order to achieve these goals, the agency has decided to
implement a pulsing strategy for Annie’s commercials as well as its print and transit
ads. Our television commercials will be played on specific networks during
specific show times. In addition, our transit advertisements will be placed in
subways and busses during high touring and or traveling months in efforts to reach
as many people as possible. When it comes to print advertisements, we have
decided to place Annie’s ads in the most popular issues of entertainment
magazines because both women and men in our target age range read them. For
example, if a popular celebrity couple has a child, the demand for entertainment
magazines containing news relevant to the couple would increase and we would
place Annie’s ads in these issues.
Media Strategies
Effective Reach: 70
Effective Frequency: 3
Media Dimensions
Television Commercial: (1) :30 second spots (along with Hulu)
Print Advertisements: (3) Full Page with Bleed Print Ads 8.5” X 11”
Online Advertisements: Medium Rectangle 480 X 900 pixels & :30 second radio spot
(Pandora); Banner 2550 X 3300 pixels (Food Network)
Transit & Out of Home Ads: 36” X 24” (Metro); Billboard: Standard size 14’ X 48’

23. 23
OK! Magazine provides insight into the world of
celebrities with in depth exclusive interviews, original
photography, and fashion, beauty, food and travel
lifestyles. This magazine is very popular among our
primary audience of women ages 18-34 because of the
variety of topics the magazine includes. Therefore, we
believe an Annie’s ad would fit perfectly in this magazine.
CIRCULATION: 502, 385
CIRCULATION: 497, 742
In Touch Magazine reports on what’s hot in the
entertainment world. It focuses on celebrities
from home to health, news, views and beyond.
Readers of In Touch Magazine are always looking
to adopt the latest trends in society. Thus, if we
place Annie’s advertisements in In Touch
Magazine, readers will see Annie’s Mac & Cheese
as an upcoming trend and want to adopt the
product into their lives.
CIRCULATION: 1,964, 057
Us Weekly targets educated adult women who
want to know more about their celebrities. Us
Weekly readers are loyal to this magazine,
meaning its has consistent readership. As a result,
if we place an ad from Annie’s Mac & Cheese in
Us Weekly, readers will be able to see the ad
repetitively and will remember and potentially
buy the product.
Magazines

24. 24
Internet
Foodnetwork.com Hulu
Pandora
Transit &
Out of Home
Metro
A recurrence of Annie’s ads in multiple forms
is important to us. Since consumers visiting
the Food Network’s website are looking for
easy solutions for dinner and other meals,
placing an Annie’s banner ad at the top of the
site’s page will let viewers know that Annie’s
Mac & Cheese is a healthy alternative to
making food from scratch.
Hulu is a great place to reach consumers
because they love to eat and watch their
favorite shows at the same time. However,
many Hulu watchers fear that indulging in
a tasty snack while watching their favorite
shows will ruin their diet for that day. That’s
why Cayuga Creatives will place Annie’s
advertisements during commercial breaks
on Hulu. From these ads, viewers will learn
that Annie’s is a tasty and organic solution
to their snacking woes that won’t make
them feel bad about themselves when it
comes to their health.
According to SRDS, 25% of 18 to 24
year olds and 24% of 25 to 34 year
olds use Pandora. Thus, Pandora is
the perfect place to advertise Annie’s
Mac & Cheese because our
advertisements will be played
multiple times an hour directly into
the ears of our target audience. In
addition, when Annie’s ads are played,
listeners will be able to click on a link
to Annie’s website to find out more
about their natural and organic
products, which is an added bonus.
In 2013, the MTA, the Chicago “L”, the
Metro (DC) and the MBTA had the top four
annual and weekly ridership. In addition,
each of these rapid transit systems
averaged over 500,000 riders a week.
Therefore, by placing Annie’s
advertisements in these particular subway
cars, hundreds of thousands of riders will
not have much of a choice but to look at the
ads, which will increase awareness of
Annie’s products.
New York, Chicago, Los Angeles
and San Francisco are all great
places for billboards as they
reach a high volume as well as a
diverse group of people. Cayuga
Creatives plans to place Annie’s
billboards in each of these regions
for two to three month periods in
order to increase awareness in a
less expensive manner.
Billboards

25. 25
KEEPING UP WITH
THE KARDASHIANS,
Sundays at 9 p.m. EST
E! network continues to be the
network of choice for pop-culture
centric viewers. Its flagship show,
Keeping Up With the Kardashians,
has mesmerized this type of
audience for over nine seasons.
In addition to weekly airings of
new episodes, E! typically runs
marathons of Keeping Up With the
Kardashians, which many women
in our target audience stay up late
to watch. With this show, Cayuga
Creatives will reach their target
audience at the same time this
audience is reaching for a
nighttime snack.
Television
E!
ABC Family
TLC
REAL HOUSEWIVES OF
ATLANTA,
Sundays at 8 p.m. EST
Bravo is a well known network among
women ages 18 to 34. Currently in its 6th
season, The Real Housewives of Atlanta
is the most popular location of The Real
Housewives franchise. During a January,
2014 episode, the series reached a network
high for Bravo bringing in over 4.5 million
viewers and more specifically, 2.7 million
viewers in the coveted 18-34 age range. The
Real Housewives of Atlanta
consistently serves as the guilty pleasure for
young professionals, who want to relax their
minds after a long day in the workforce and
will be the premier television program to
reach this portion of Annie’s target audience.
Bravo
CAKE BOSS,
Mondays at 9 p.m. EST
For the past six seasons, Cake Boss has
followed Buddy Valastro through the
challenges and successes of operating a
family owned bakery. The themes of family
unity, wholesome fun and spreading
goodness fits perfectly with Annie’s mission
and brand awareness. Moms from all over
the U.S. spend their Mondays letting their
younger children stay up past their bedtime
to watch this family-centered reality show
together as they wind down after a
delicious, health conscious family dinner.
PRETTY LITTLE LIARS,
Tuesdays at 8 p.m. EST
ABC Family is a popular network for the
younger portion of our target audience,
women ages 18 to 25. Pretty Little Liars is
one of the most consistently watched shows
on ABC Family as well as one of the highest
rated series. Cayuga Creatives believes that
ads placed during this show will capture this
portion of the target audience based on its
popularity and later airing time.

26. 26
MediaSchedule

27. 27
Media Budget

28. 28
Brand Activation
The Mac & Cheese College Crawl
OBJECTIVE
To reach college students ages 18-22, allowing them to not only be introduced to Annie’s
Mac & Cheese (a necessity found from our primary research), but also to share the
environmental benefits of Annie’s products with them.
STRATEGY
The Annie’s Mac Mobile (food truck) will travel around liberal, eco-friendly
campuses around America (i.e. UC Santa Cruz, New York University, Ithaca College).
The Annie’s Mac Mobile will be equip with Annie’s Mac & Cheese samples and an
Annie’s sampler will be on hand to explain the environmental benefits of choosing
an Annie’s Mac & Cheese product. This will be an opportunity for Annie’s to develop
its relationship with college students, who appreciate the recycled nature of Annie’s
packaging and the advantages of living an organic lifestyle.
Annie’s Mac Monday’s
OBJECTIVE
To separate Annie’s from other macaroni and cheese brands while promoting its
superior benefits.
STRATEGY
An Instagram campaign will encourage Annie’s consumers to show the world why
Annie’s is the best macaroni and cheese. Instagram users will use the hashtag
#anniesmacmondays in photos utilizing Annie’s Mac & Cheese products in family
recipes, with the incentive to be entered in a weekly raffle to win an “Annie’s Pack”
full of Annie’s products. Not only will this Instagram campaign be produced and
executed with little cost, it will spread awareness of the value and endless possibility
of Annie’s Mac & Cheese, making every monday Annie’s Mac & Cheese Monday.
By sharing unique recipes involving Annie’s, moms from all over the world will be
introduced to an unlimited amount of possibilities when it comes to Annie’s Mac &
Cheese.

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The Guilt Free Taste at Trader Joe’s
OBJECTIVE
To highlight the organic nature and superior taste of Annie’s Mac & Cheese.
STRATEGY
Annie’s will set up sampling stations at the organic friendly food chain Trader Joe’s.
Shoppers will be given the opportunity to blind test two macaroni and cheese
products (Annie’s organic Mac & Cheese products). They will then be asked to pick
which product they believe to be organic (both will be). Next, shoppers will be told
by an Annie’s representative that both products are actually two different Annie’s
organic Mac & Cheese products. Finally, shoppers will be given a pamphlet filled
with the benefits of eating organic and an “Annie’s Recipe Booklet.” This will bring
awareness to the organic nature of Annie’s products, while showcasing their
delicious taste to Trader Joe’s shoppers.
Cooking Segment on “The Chew”
OBJECTIVE
To increase awareness of Annie’s Mac & Cheese as a safe and healthy choice for moms to
feed their children.
STRATEGY
During the annual “Mac & Cheese Monday” segment on “The Chew,” chef Carla Hall will
introduce Annie’s Mac & Cheese touting its health benefits, organic ingredients and social
corporate responsibility. This will also serve as cross promotion, as Hall will promote the
“Annie’s Mac Mondays” Instagram campaign. The mom filled studio audience will be given
“Annie’s Packs” consisting of various Annie’s products to take home to their families as well
as an “Annie’s Recipe Booklet” full of healthy dinner options utilizing Annie’s organic
products.

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The information listed below represents our prediction of how comprehension, conviction
and sales will increase based on our pulsing media schedule. Cayuga Creative’s overall goals
are to increase comprehension by 70%, conviction by 60% and overall sales by 8% through
this one year campaign.
Evaluation

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Creative Brief
Annie’s Homegrown, Inc. Creative Brief
Historical Background
In 1989, Annie’s founder Annie Withey teamed up with Andrew Martin to create a delicious
and healthy macaroni and cheese. They were dedicated to creating a business that could be
socially responsible and fulfilling to the everyday family. After 25 years, Annie’s has over 125
products in over 25,000 retail locations throughout the United States and Canada. The natural and
organic company has been recognized nationally for its superior taste and socially responsible
attitude. Their mission is “to cultivate a healthier, happier world by spreading goodness through
nourishing foods, honest words and conduct that is considerate and forever kind to the planet.”
Annie’s continues to prove it’s commitment to this mission by awarding $100,000 in
scholarships yearly through its Sustainable Agriculture Scholarship. Annie’s also partners with over
200 educational programs with its Grants for Gardens program by donating funds and means to
create gardens that allow children to have direct contact with growing real food.
Goals
After this campaign, we predict to increase sales by 8%, awareness by 70%, and comprehension by
60%.
Target Market
Degree holding, professional working women and men ages 18-34.
Advertising Problem
Consumers are not aware of the three unique selling points of Annie’s Mac & Cheese: its taste, its
all-natural and organic ingredients and its sustainable packaging.
Advertising Objectives
The effective reach for this campaign is 70 with an effective frequency of 3. This means Cayuga
Creatives will reach 70% of the target market and each one of these consumers will see these
advertisements at least three times.
Underlying Emotional Need
Many of the consumers in our target are very health conscious, however, they admit to
occasionally “cheating” their health and regretfully indulging in meals and snacks that are not
substantial or nutritious. Thus, these consumers want delicious meal and or snack that is organic
and healthy, so they don’t feel bad about being indulgent every once in a while.
Competition
Kraft Macaroni & Cheese, Kraft Velveeta Shells & Cheese and generic macaroni and cheese
products.
953 Danby Rd. | Ithaca, NY 14850

32. 32
Meet the Team
Alex Cammy
Katelyn Gualtieri
Alex is a sophomore Television and Radio major
with a minor in Integrated Marketing
Communications. Alex is proud to hail from the
Garden State, New Jersey. He loves all things
related to Oprah and hopes to one day
influence public opinion through mass media.
When he isn’t stalking Oprah on Instagram he
can be found watching every city of The Real
Housewives. Alex loves to run and keep a
healthy lifestyle, and thoroughly enjoys Annie’s
Organic Peace Pasta & Parmesan.
Katelyn is a sophomore Communication
Management and Design major with a
minor in Integrated Marketing
Communications and comes all the way
from Syracuse, New York. Once her
undergraduate work is complete she will be
ready to enter the real world in the event
planning industry. Her favorite things to do
include playing with her cat Tucker and
traveling to networking conferences.
Katelyn’s love with organic products began
when she had a taste of Annie’s Shells &
White Cheddar.

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Lauren is a senior, Communication Management
and Design major, who hopes to pursue her
passion of event management and marketing.
Upon graduation, Lauren will work at Macy’s,
Inc. in New York City as a Marketing
Coordinator. A native Jersey girl, her favorite
things to do include traveling, staying active and
living a healthy lifestyle and being involved in
extracurricular activities on-campus. Her
favorite Mac & Cheese is Annie’s Bunny Pasta
with Yummy Cheese.
Lauren Holdsworth
Rebecca Long
Rebecca is a sophomore Integrated
Marketing Communications major with a
minor in Economics. Upon graduation, she
hopes to pursue her passion of
entrepreneurship by pursuing her Masters of
Business Administration and eventually
starting her own business. Rebecca is the
youngest of two and was raised in West
Chester, Pennsylvania. Her favorite things
to do include broadcasting on WICB Radio,
attending concerts with friends and playing
with her two loving dogs back home. Her
favorite Mac & Cheese is Annie’s Shells &
Real Aged Cheddar.

34. 34
Jorge is a sophomore Sport Media
major. After his years in the Uni, he
hopes to work with a sport
organization in the community
relations department with
responsibility of connecting the
organization to the regional area.
Jorge is the youngest and oldest of his
siblings and was raised in Hudson, New
York. Although most would think his life
is just about sports and media, his
limited free time is devoted to his love
of food and music. If you would ask
him, “What is your favorite late night
dish,” he would undoubtedly respond
with “Annie’s Organic Whole Wheat
Shells & White Cheddar.”
Jorge Merlos

35. 35
“Annie’s Homegrown - Real Food Tastes Better.” Annie’s Homegrown. N.p., n.d. Web. 27 Apr.
2014.
“Record 10.7 Billion Trips Taken On U.S. Public Transportation In 2013.”APTA. N.p., 10 Mar.
2014. Web. 29 Apr. 2014.
End Notes